Need help for new website!

Im having a uk sports site made. As Im completely new to this I wondered how do I go about finding the right advertisements for it? Ive checked a few sites for some ideas but there are so many. How do popular websites normally go about choosing the right ads with so many to choose from?

Are you looking for ads like google adsense or ads from affiliate companys selling a product like commision junction?

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From affiliates really! Im not sure where to start though!? For instance, a lot of sports sites have online betting sites advertised! Obviously some affiliates pay more than others so why dont they all have the same best paying betting site advertised?

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